A friend mentioned how impressed she was to have a public relations professional ‘get it right.’ My radar is pleasantly heightened when I hear comments like hers so I inquired a bit more about the situation.
She owns a blog, she is a freelance writer and communicator, and she has worked with brands on promotional campaigns. Since starting her blog in 2009, she has built a successful and impressive social media following, garnering the kind of influence many brands seek. All positives.
However, in my experience, it is more rare to hear positive accolades in regard to how those working in public relations solicit or pitch their brand or clients seeking the promotional coverage of their organization.
As cliché’ as the phrases ‘a little goes a long way,’ or ‘the little things count,’ may seem – they have stood the test of time for a reason.
“I received an email that basically said, ‘what are you working on in the next two weeks?’ It was super brief and I responded with a list of topics I’d be covering,” said Annie Shultz, owner of Mama Dweeb.
This public relations representative works for an agency and represents several clients. She was seeking a way to marry a message to something Shultz was already planning.
“She sent over an idea that fit perfect for us both,” Shultz said.
Shultz was more than happy to incorporate that concept into a post she had already planned.
Simple. Targeted. Personal. Not at all heavily promoted. This public relations professional orchestrated a placement because she simply asked a well-intended question. Basically, ‘is there an opportunity to work together that makes sense for us?’ She wanted to look inside the editorial calendar of a trusted communicator who offers an audience of interest to her clients.
The client wins, the public relations professional wins, the blogger wins, the readers win. The content is real, organic, presented in a way which fits the media outlet and the flow of information readers have come to expect.
A little goes a long way. Why spin our wheels? Stop throwing out pitches blindly and hoping one will stick. Take the time to notice where there might be the right fit. This goes for both the blogger and the brand.
I’d love to hear how you feel someone in public relations has taken the time to do the little things that count. Or if you work in public relations, I’d like to hear simple tactics you feel have worked for you. Please share in your comments.
The more we uncover, hopefully, the more productive we’ll all be in the future.